Strategic Marketing: Concepts and Cases

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Russell Abratt (Nova Southeastern University, USA) Michael Bendixen (Nova Southeastern University, USA)

Strategic Marketing

Concepts and Cases

Russell Abratt (Nova Southeastern University, USA), Michael Bendixen (Nova Southeastern University, USA)

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Hardback

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English

Routledge
03 July 2018

Business strategy; Sales & marketing

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:

examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations.

Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

By: Russell Abratt (Nova Southeastern University USA), Michael Bendixen (Nova Southeastern University, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 362g
ISBN: 9781138593633
ISBN 10: 113859363X
Pages: 148
Publication Date: 03 July 2018
Audience: College/higher education , Primary , A / AS level
Format: Hardback
Publisher's Status: Active

Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research, California Management Review, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing, among others. Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.